Nashville’s Most Intentional Coffee Experience | Field Trip: NOW AND THEN

What happens when you treat coffee like fine wine?

In this episode of Field Trip, we visit Now and Then, a boundary-pushing coffee bar in Nashville redefining how people experience a daily ritual. No to-go cups. No laptops. Just intentional service, multi-sensory tasting, and deep respect for craft.

Founded by Demi and Davy, Now and Then isn’t your average coffee shop. It’s part omakase, part ceremony — blending Japanese and wine culture to deliver one of the most thoughtful coffee experiences in the country.

We went inside to see what makes it so different, and left questioning everything we thought we knew about daily rituals, branding, and the power of slowing down.

If you care about brand experience, storytelling, or just damn good coffee, this episode’s for you.

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Timestamps:
00:00 – Opening: What Field Trip Is All About
00:36 – Intro to Now and Then
01:12 – The Coffee Omakase Experience Explained
01:49 – Ice Pour Rituals & Mouthfeel Science
03:09 – Cold Coffee That Converts the Haters
04:11 – Pricing, Scent Rituals, and Flavor Arcs
06:13 – Why Most Coffee Experiences Are Rushed
06:35 – Flipping the Model: Coffee as Ceremony
07:37 – The Deeper Vision Behind Now and Then
08:28 – Challenging the Coffee Industry Status Quo
08:45 – Why Presentation Changes Perception
09:03 – Telling the Story Behind Every Bean
09:13 – What They’re Really Selling: Attention
09:45 – Final Thoughts on Brand, Ritual & Presence

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